How Science, Tech & Human Touch Shape the Digital Customer Experience - George Hanson, Chief Digital Officer at Mattress Firm

Retail - and the whole customer journey - is evolving in this digital age. How has technology impacted our ability to anticipate and meet the needs of consumers, and how important is that face-to-face interaction in a store today?

George Hanson has led retail strategy for some of the most well-known consumer brands including Under Armour, Lands' End and Panera. He's now the Chief Digital Officer at Mattress Firm, where he's thinking about these very questions.

We sat down with George to understand the new science of retail, the intersection of digital tools and human expertise, and how Mattress Firm is combining the best of both digital and in-person shopping to give their customers a seamless purchasing experience, backed by data, AI and research.

This episode is packed with actionable insights for anyone in the retail sector, providing a comprehensive look at the strategies and technologies that are shaping the future of retail.

In this episode, you'll hear:

• How Mattress Firm is transforming its retail strategy with advanced digital tools
• The role of sleep science in developing innovative mattress technology
• How AI and machine learning are used to enhance both online and in-store customer experiences
• The importance of a consultative approach in retail and how it benefits customer relationships
• Strategies for integrating physical and digital retail experiences to drive customer satisfaction and business growth

Quotable Moments:

"Technology adoption has to prove itself. We proved it at the macro level, but at the individual level is really where the transformation happens."

"The customer has many, many more tools to feel like they're getting the right solution for them. They just need that extra bit of confidence that comes from our credible experts, and that expertise is really hard to develop and maintain but it's something Mattress Firm has focused on."

3 Big Takeaways from this episode:

1. Digital transformation is revolutionizing the retail landscape: George explains how Mattress Firm leverages AI and machine learning to enhance both online and in-store customer experiences. The use of advanced digital tools like Mattress Matcher integrates years of customer data to provide personalized recommendations, significantly boosting conversion rates.
2. The new era of retail focuses on a seamless blend of digital and physical experiences: Despite the rise of e-commerce, 90% of Mattress Firm's sales still occur in physical stores, and the company has invested heavily in their Sleep Experts' training. In this new era of buying, consumers will do their research online before entering a store. Savvy retailers will find a way to leverage that digital experience with the in-store service to create a seamless customer journey.
3. STEM skills are essential for success in today's retail environment: Mattress Firm's Sleep Experts utilize sophisticated digital tools and proprietary software like Dream Hub to help customers find the right sleep system, backed by data and sleep science. In this digital age, jobs like sales professional, which historically has relied on one's people skills, now requires a foundation in STEM and technology skills.

More links + resources on the episode page:

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